Three mobile demand-generation strategies to drive customer loyalty
Nearly two-thirds of Americans own a smartphone, according to the Pew Research Center, and given the widespread adoption of this technology, most companies have realized mobile marketing is an essential channel to include in their marketing strategies. However, mobile marketing is a popular technique, and organizations must create messages and campaigns that are heard above all the digital noise in today’s world.
By using leading demand-generation strategies as part of mobile marketing, companies can build loyalty that eventually leads to long-term customers. The following are three mobile-based demand-generation strategies to increase enterprise customer loyalty:
1. Proximity marketing
All marketers strive to provide customers with the right information at the right time, but successful marketers are the ones who find new ways to do this to differentiate themselves from competitors. The latest means of achieving this goal is proximity marketing.
By using beacon technology, enterprises can use location-based data to enable mobile proximity marketing. Digital Social Retail reports that beacons have helped close more than $1.3 billion in sales, but only one in five marketers have used the technology.
The following are a few examples of proximity marketing for demand generation:
- Providing additional information about top-rated televisions to customers browsing an electronics store
- Sending a mobile coupon for a winter coat to a customer shopping in an outerwear department
- Sending a text alert about your price-matching policy to a customer shopping in a competitor’s store
These types of alerts are exciting for customers and are an excellent way to build a strong relationship with shoppers — the foundation of successful demand generation.
2. Mobile-first campaigns and content
Many traditional demand-generation tactics, such as email marketing and company blogs, are often viewed by customers on mobile devices. It is essential that every piece of content or promotion that goes to customers be created with a mobile-first mindset. Projects should not be retrofitted for mobile.
Make sure that emails are scalable based on the screen size, and use mobile-friendly fonts. All web content should be created using responsive design to allow for the best mobile viewing experience possible. Be sure to test all collateral on multiple devices and brands, and keep your target demographic in mind when determining which types of devices and brands to use for testing. Even the best demand-generation tactics will fall flat if you do not optimize the content for viewing and interaction on mobile devices.
3. Customized apps
Enterprises that help customers and potential customers solve daily challenges are the ones that end up with the highest levels of loyalty. By creating customized apps that help customers navigate through business processes, including ordering, troubleshooting and loyalty, enterprises often end up with exceptionally loyal customers. This way, the customer never has to wonder whom to call or what to do — the answers to all their questions are in the app.
The trick is to make mobile apps part of a seamless customer experience and overall campaign, not a standalone experience. Since demand generation is the goal, it is important to follow mobile best practices, such as using large fonts, including a clear call to action and designing the app with an easy-to-use interface.
The most important aspect of a mobile demand-generation strategy is a long-term, wide-view approach. These three mobile tactics will not result in return on investment if enterprises approach them as a one-time quick fix. Enterprises need to take a long-term view and use demand generation to create the type of user experience customers will both remember and share with their friends.